Following in the footsteps of Rihanna, Selena Gomez, and Kylie Jenner, Alicia Keys is entering the beauty industry with her first skincare brand. The 39-year-old singer-songwriter has developed a line focused on effective, accessible face care.
In May 2019, Keys shared in the Lenny Letter that she had embraced a no-makeup lifestyle. While makeup is no longer part of her routine, she prioritizes dedicated skincare. This passion has led to her new skincare brand.
Partnering with E.L.F., Keys crafted this collection. Speaking to Allure, she explained: "This brand aims to offer a new approach to beauty by establishing a routine in our daily lives where each action must be experienced as an intention. This is the perfect opportunity to continue to make the best of beauty accessible to everyone."
Over nine months, Keys collaborated with dermatologists to formulate the products, ensuring they are all guaranteed cruelty-free.
Patience will be key, as the full range launches in 2021. For a preview, check out this video Keys shared on YouTube, where she breaks down her personal skincare routine:
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